AN INNOVATIVE TECHNOLOGY PROPOSAL FOR IMPROVING COMMUNICATION, SOCIAL REPUTATION, AND SERVICE QUALITY: A CASE APPLIED TO THE HOSPITALITY SECTOR

作者：Alvarez Bermejo Jose Antonio; Belmonte Urena Luis Jesus; Estrella Ramon Antonia

来源：Profesional de la Informacion, 2016, 25(6): 960-969.

DOI：10.3145/epi.2016.nov.12

• Social networking sites
• Electronic word of mouth
• eWom
• Customer engagement
• Knowledge management
• Management and planning

In this paper it is presented a new mobile application called RE2, that was designed to help service sector professionals with managing information related to customers and services. It is based on one of the most interesting recent developments within the framework of customer management: customer engagement. In particular, RE2 digitizes customers' loyalty cards, recording the personal data and consumption patterns of customers. Using this information, RE2 aims to achieve an improvement in service quality, communication strategy, and social reputation by organizing the reward program automatically and suggesting connections for customers to their social networking sites, where customers can then disseminate their experiences with the business. This paper presents the theoretical bases used to develop RE2, describes its main functions, and explains its main contributions to the special case of the hospitality industry (although the application can be applied to other industries).

• 出版日期2016-12